Nike had previously faced a noticeable dip in its stock price in the immediate aftermath of its Kaepernick announcement, dropping nearly 3 percent in the next day of trading at the New York Stock Exchange. That fall has since been made up and more, with the current price slightly besting the company’s previous high of $83.00 from Wednesday and an earlier peak of $82.95 on Aug. 21, 2018.

Nike’s Colin Kaepernick ‘Just do it’ campaign

The campaign in question made its first video appearance when Kaepernick tweeted out a two-minute video featuring himself narrating stories of athletes who have beaten the odds, ending with the words “It’s only crazy until you do it,” then changing to “Just do it.”

How Nike and Kaepernick’s big move has been received

Nike likely knew what it was getting into with its decision to feature what is probably the most politically divisive athlete in the world today as one of the faces of the company, and the result hasn’t disappointed.

Well, the answer seems to be that Nike was thinking the spike in sales and brand awareness would be worth the backlash, and so far it seems they are being proven right.

Public opinion of Nike heavily changed after the ad campaign according to one poll of Americans. While there was a noticeable increase in people viewing the company negatively, the CEO of the polling firm concluded that the move “seems to have worked,” thanks to an increase in appeal to young males that are more likely to buy Nike apparel.

Nike sales up 20 percent compared to last year

Per Bloomberg, Nike sales measured by Edison have revealed some very strong tracking numbers:

Edison scanned receipts from more than 200 online retailers (including Nike.com) and found that that Tuesday after Labor Day, for example, the first full day after Kaepernick’s ad went viral, Nike purchases were 22 percent higher than the same day in 2017. On Wednesday they were 42 percent higher, and Thursday they were 23 percent higher. They remained above 2017 levels through the end of the week.

Of course, as Bloomberg notes, it will likely take much longer than 10 days to full assess the impact of Nike’s decision to feature Kaepernick. It’s also probable that Nike’s recent stock price fluctuations are not 100 percent attributable to a single ad campaign. Even if its increase in sales isn’t sustainable, Nike likely isn’t regretting its decision so far.